Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced the launch of its new product DataCheck, a proprietary tool for the assessment of B-to-B data quality. Merkle’s DataCheck offering was created to help marketers analyze and gauge the quality of their data in order to make informed and profitable marketing decisions.
The evaluation occurs across four key dimensions and identifies where there are gaps and areas for improvement. DataCheck produces an analytically driven assessment across the following elements:
- Completeness: Thoroughness of company details, firmographics, and contact information.
- Validity: Accuracy of the business data as determined by corroboration with other sources.
- Contactability: Ability to get in touch with contacts through existing email, phone, and address listings.
- Profile: Breakdown of customer data by size of company, industry, location, sales, etc.
The in-depth assessment, which includes hygiene, data matching and data enhancement, culminates in a detailed report with statistics about the quality, completeness, and accuracy of B-to-B data. Once the audit is conducted, Merkle can work with businesses to create a data strategy roadmap and data sourcing recommendations to improve the quality of data in priority markets or key market segments.
DataCheck utilizes DataSource for Business, Merkle’s multi-national business database. Through its top-rated and industry-recognized data sourcing methodology, DataSource for Business provides the firmographic data, contact names, credit information, and corporate linkage capabilities that marketers require to make intelligent marketing decisions.
“Customer data is one of the most valuable assets for any company, but it can also be one of the most costly. Maintaining complete and accurate data is vital to implementing impactful and cost-effective customer engagement,” said Marc Fanelli, vice president and general manager of global data solutions for Merkle. “Following Merkle’s DataCheck assessment, we can help formulate a data quality management strategy that is tailored to the organization and addresses specific data needs.”